media - film marketing

• power- curran and seaton 


  Argue that media is controlled by a small number of companies primarily driven by the logic of profit and power. They suggest that this media concentration limits variety, creativity, and quality
• livingstone and lunt- regulation theory

  argue that there is an underlying struggle in recent UK regulation policy between the need to further the interests of citizens by offering protection from harmful or offensive material and by ensuring choice, value for money and market competition. It argues that new technologies have placed traditional approaches to media regulation at risk, this is evident in the lack of any form of censorship on the internet
• David Hesmondhalgh- cultural industries 


  believes that media products minimise risk and maximise profit by:

  • standardising products and formats
  • horizontal and vertical intergration
  • work across multiple platforms and technology
  • detailed marketing campaigns
  • controlled release schedules
• Who has the power to regulate in the UK

  since 1909 cinemas need a licence to show that it has been approved by the local council- the local council has the power to grant or revoke a licence
• What organisation standardises film regulation across the country?


  the british board of film classification, and local councils also have power to finalise regulation decisions
• How does the BBFC work?


  The BBFC is an independent regulatory body that raises the money it needs to operate by charging film makers to classify their films. Once a film is submitted to the BBFC it will be viewed by two examiners the main issues considered are:

  • discrimination
  • drugs
  • horror
  • imitable behaviour
  • language
  • nudity
  • sex
  • theme
  • violence
• What is a British film? 


  a film that needs to do more than simply feature British characters or represent a British way of life. The film needs to be produced according to:

  • one of the UKs official bilateral co-production treaties ( Australia, Canada, France, India, Jamaica, New Zealand)
  • be produced as part of the european convention on cinematographic co-production
  • pass the cultural test ( score at least 16 out of 31 classification points)
• What are the UK film regulatory bodies?


  British Board film of classification - is the primary body that classifies and rates films shown at cinemas and on DVD in the UK

  • the british film institues- serves as a cultural and creative force that promotes the production and appreciation of British cinema
  • OFCOM ( office of communications) - is a statutory body ensures broadcasting on TV and radio adheres to the standards of UK law
• What is the importance of film ratings?


  film ratings provide an indicator of content suitability and a guideline to what is appropriate for certain audiences. The goal is to ensure audiences are not exposed to disturbing or harmful content
• Socio-cultural influence of films?


  film can be a powerful medium to educate, and influence perception of societal norms and values. Film has a role in shaping public perceptions and opinion, the need for regulation and adherance to ethical standards becomes more essential
• What are the potential bias and representation in films?


  there are implications of selective storytelling, underrepresentation, and stereotype perpetuation in film narratives. There are commercial interests, cultural biases, and power structures that influence how a narrative is shown and told
• BBFC


  Classification system that certifies content based on targeted demographics appropriateness and sensitivity
• BBFC classifications


  • Universal
  • PG
  • 12
  • 12A
  • 15
  • 18
  • R18
• Impact of media content grading


  Impacts the audience reach
• The BBFC website hosts a section for public opinions and complaints, providing an insight into societal and cultural values that dictate content sensitivities
• The BBFC has diversified into the digital era, providing ratings and advice for streaming content, reflecting the evolving media landscape. This indicates how classification and regulatory boards adapt to changing media production and consumption modes
• Mainstream High-concept filmcriterias


  • Clearly defined characters that are instantly recognisable
  • Simple narrative with universal themes- which can be summarised so it is easy to market
  • High production values that are evident in the cinematography, costumes, setting and special effects
  • Elements that are easy to market and promote E.g iconic repeatable images, a recognisable soundtrack and potential for merchandising
  • High profile stars
  • Larger than life protagonists
  • Visual appeal of special effects and action scenes
  • Highly dramatic and hyperbolic plot situations
• Independent film


  A film made outside of the financial and artistic control of a large film company, privately created and funded
• Independent film


  • Distinguishable content and style
  • Clear of the film makers intent and their artistic vision
  • More focus on narrative, theme, or subgenre as a selling point rather than star actors
  • May have a different aesthetic e.g hand held cameras, or have more of a grainy realistic look
  • Clear evidence that it low budget in the lack of known actors, settings, and props
  • May have limited release and often reliant on initial screening at independent festivals, the success of the film will also be used in future marketing materials
  • The impact of digital technology and the falling cost of equipment have made it much easier to make films on lower budgets than in the past
• Distribution


  An important part of the film industry, the way the film connects to the audience
• Distribution strategies


  • Target specific audiences
  • Sustain interest of the film
• Vertical integration


  Where the production, distribution and exhibition are controlled by one major company
• Distribution


  1. Promoting and marketing the film

  2. Global sales

  3. Production of trailers, posters and online marketing

  4. Ensuring the film is ready to be shown in cinema
• The distributor essentially makes sure the film is ready to be shown in cinema
• What is horizontal intergration?


  The process of combining different companies that produce similair products merge together. This reduces competition and enables companies to increase their market share
• What is a media conglomerate?

  A media conglomerate is a large company that owns multiple media outlets, such as television networks, radio stations, newspapers, and film studios. For example, Disney is a media conglomerate as it includes several different businesses. This reduces competition and enables companies to increase their market share
• distribution brief definition


  the link between the producer and the audience, refers to all the strategies used in the release, marketing and promotion of the product
• 12 A audience


  the 12 A certification was introduced for films that the BBFC considers ti be suitable for audiences over the age of 12 or with those under to be accompanied by an adult
• International regulation - motion picture association of america


  the MPAA uses a different criteria from the BBFC when rating films and tends to be more lenient on violence and sexual content. American films for distribution in the UK will be given a rating by the BBFC
• Set film: Black panther key facts


  Black panther was directed by Ryan Coogler and released in February 2018. It is the 17th film in the marvel cinematic universe franchise and is the highest grossing franchise in history. Black Panther was a commercial and critical success, its estimated budget was 200,000,000 and made $1,347,597,973 worldwide
• background history on marvel

  the marvel cinematic universe is part of the walt disney company, a diversified global entertainment company comprised of Disney media conglomerate.
• similarities of marvel movies?

  The films produced by MCU have similarities including:

  • big screen, spectacle events that are aggressively marketed
  • marketing focuses on fact that films are recognisable and apart of commercially successful franchise
  • they include spectacular imagery
  • they appeal to a global market due to the focus on high production values
  • appeal to global market due to high production values, straightforward plot and lack of complex dialogue
  • they have potential for a range of spin-off products including merchandise, video games and theme park attractions
• what is afrofuturism ( links to black panther)

  a movement in the arts including film featuring futuristic or science fiction themes and narratives incorporating elements of black culture and history. Its aim is to connect audiences from black diaspora with their african heritage
• how was afrofuturism used in marketing?

  the marketing of the film celebrated african culture. This ensured that the film became a cultural and political event. This afrofuturism aesthetic appealed to a range of audiences
• why was the release date of black panther significant?

  the film was released to coincide with black history month in the US, meaning that the release was marketed as a cultural event to celebrate black culture
• how is marvel integrated with disney 


  marvel is both vertically and horizontally integrated with disney, it can distribute and produce products
• how did disney producing the film affect the marketing campaign?

  disney is an international business meaning it brings lots of audience and recognition, its large funding also meant that there was able to be a detailed and effective marketing campaign for the film
• marketing campaign- disney black panther

  disney marketing strategy is a 360 campaign to ensure all audiences are familiar with their films. Black panther had a huge number of marketing for the movie including posters, trailers, social media pages, merchandise, chat shows, magazines. Also worked with a range of companies to create synergetic products that related to the films so that audiences across the world would encounter the branding of black panther, the ideas of the movie would be seen wherever they went to create a 'buzz' and get audiences familiar with the film
• disney and hasbro black panther


  disney and hasbro linked together to produce action figures and toys from black panther. This is a great way of targetting young children and family audiences. It also appeals to adult superfans of the franchise interested in the collectible items. Disney also worked with car manufacturer lexus, releasing two limited edition black panther cars. The lexus partnership was a great way of targetting an adult male audience, interested in technology and status.
• Why was the soundtrack significant?

  Artists such as Kendrick Lamar was asked to release a soundtrack for the movie, this targetted his fans and young black urban males in general